John Lee

What Everyone Ought to Know About PPC and the Buying Cycle

Guest post by John Lee While skimming through my blog reader this morning, I stumbled on a post that gave me a fit of the giggles. Somehow, the Microsoft adCenter blog had found a way to tie the buying cycle back to fly fishing! After reading, my giggles quickly turned into a thoughtful smirk as [...]

Shimon Sandler

Optimizing a Pre-Existing Adwords Campaign

Start off by downloading a Keyword Report for a previous Time Period out of Adwords report center. Sort by your specific success metric (eg: Cost-Per-Coversion, Orders, etc.). Create a new Adwords campaign using the Google Buildout Spreadsheet (Excel). This new campaign will replace the pre-existing campaign. 1. Only use the keywords that converted from the [...]

Shimon Sandler

Post-Launch PPC Process

You just launched your PPC Campaign. Now what? It’s time to follow your PPC Strategy document, and make all the day-to-day tactical executions and implementations necessary to optimize the campaign to the success metrics. Post-Launch PPC Optimizations: 1) Daily Bid Management / Bidding Strategies. 2) A/B Split testing (Ads, Landing pages). 3) Ad optimization / [...]

Shimon Sandler

Methods To Increase CTR on PPC Ads

If you are running both Search & Content in your Search Campaigns it’s very likely your overall CTR is low. That’s because ads within the content networks (eg: adsense, YPN, etc) receive a huge amount of impressions, and low clicks. The Content Networks are pulling your overall CTR down. You can easily see the difference [...]

Shimon Sandler

PPC Campaign “Kick-off” Templates

You just landed your first PPC client, now what? Here’s a PPC Campaign kick-off spreadsheet that will help you create the PPC Strategy document. Your client needs to identify things like: 1) Business Objective(s) 2) Are they using a third party partner (i.e. Omniture, WebTrends)? Account Log-In Information? 3) Are they using Bid Mgmt/Conversion Tracking [...]

Shimon Sandler

Monthly PPC Performance Report Template

If you have any PPC clients, you most likely have to send Monthly Performance Reports. It doesn’t matter whether you are running small or large PPC campaigns. Do you separate out Content from Search? Do you measure Conversions? How do you measure success? Do you include analysis? Here is an example of my “basic” PPC [...]

Shimon Sandler

How to Upload an Adwords Bulksheet

Once your Google Account Team sets you up a My Client Center. You become empowered to upload accounts yourself, and link accounts to your MCC. From that point forward, the only thing you’ll you’ll need them to do, is to generate a Service Agreement for each campaign you want to run. Here are the steps: [...]